APEX TECH 2025 recap: a clearer view of what’s next for connected aviation 

Last month’s APEX TECH 2025 in Los Angeles offered more than just updates on inflight entertainment and connectivity—it delivered a candid look at how airlines and vendors are preparing (or bracing) for a rapidly changing future in passenger experience and digital strategy. 

While Starlink wasn’t officially present, it certainly dominated the conversation. The satellite giant came up in conversations in nearly every room, with a mixture of excitement, anxiety, and strategic recalibration visible across panels and coffee breaks. As James Macrae, CTO of Bluebox, noted: 

“When an innovation like Starlink enters the space, it doesn’t just disrupt technology—it disrupts business models, partnerships, and even how airlines think about passenger experience.” 

From streaming portals to connectivity-fueled service models, the sense was clear: those who adapt quickly will thrive. For example, United Airlines’ emerging IFE platform offering shows how some are already pivoting to serve this new connected reality.  

Frontier’s bold reframe: “Ultra high value,” not ultra low cost 

The standout airline session came from Frontier Airlines, with Chief Commercial Officer Bobby Schroeder presenting what can only be described as a reinvention of their brand and onboard experience. Frontier’s move toward premium seating, loyalty-linked benefits, and smarter ancillary revenue models reveals a broader industry trend: low cost no longer means low ambition. 

Their approach? Make every touchpoint—from seating to subscription passes—work harder for both the passenger and the business. The line between digital innovation and physical comfort is becoming increasingly blurred, and Frontier’s strategy aims to own that intersection. 

One of the big questions in the room: Will the in-flight connectivity make its way onto Frontier’s aircraft? With legacy carriers making up to $30 per passenger on ancillary revenue (a big chunk from loyalty credit cards) versus Frontier’s $3, there’s a clear incentive—but also a need for the numbers to add up. 

An industry in flux, and in conversation 

Beyond the keynotes, the workshops and panels drilled deep into everything from AI in passenger interfaces to sustainability challenges. There’s still a wide spectrum of readiness when it comes to embracing next-gen inflight platforms, but if there was one thread running through the event, it was this: airlines need partners who are agile, transparent, and ready to evolve. 

As Kevin Clark, CEO of Bluebox, summed up: 

“This isn’t a time for standing still. Airlines are asking the right questions—about monetisation, flexibility, and value—and tech vendors need to bring more than just solutions. They need to bring vision.” 

Expanding on Bluebox’s vision 

In a recent interview on the #PaxEx Podcast, Kevin Clark delved deeper into Bluebox’s strategic direction. He highlighted the company’s commitment to providing consistent and scalable digital experiences across different aircraft types. Notably, Bluebox’s collaboration with Jetstar Airways exemplifies this approach, offering consistent experience for passengers on both Airbus A321neo and A320/A321ceo aircraft through their Blueview platform and Bluebox Wow system. 

Clark also addressed the evolving role of connectivity in inflight services: 

“The future of inflight experience isn’t just about being connected — it’s about what you do with that connection. At Bluebox, we’re focused on delivering consistent, high-quality digital experiences across any aircraft type, whether connected or not. The goal is simple: empower airlines to meet passenger expectations or generate revenue today, while driving innovation to be ahead of whatever comes next.” 

Looking ahead 

With emerging giants like Starlink shifting the landscape and forward-thinking airlines like Frontier rewriting the rulebook, the inflight tech space is entering a new phase—one where the passenger experience is only one part of a much larger equation. 

Bluebox is excited to be part of that conversation, helping shape solutions that not only meet today’s expectations but push the industry toward a more connected, value-driven future. 

Want to keep the conversation going? 
Let’s talk about how we’re helping our airline partners turn innovation into impact. ✈️ 

Stay tuned for more insights from the Bluebox Aviation newsroom and LinkedIn.

(Photos are kindly provided by the event organiser)

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